The psychological economics of sensory experience: Hotels “Geography of Senses”

1. The psychological economics of sensory experience: Hotels“Geography of Senses” Johanna Fyrbjörk Howard Moskowitz Rieko Shofu Marco Bevolo David Moskowitz Alex Gofman

2. What this presentation will provide YOU • Experimental design of ideas • Applications to experience • Economics of ideas • What experiences are worth paying for • Practical applications • Segmentation to improve individual experience • Typing to recognize people

3. Today’s Advertising Practice Messages…not-targeted, not-relevant • Retailers / Manufacturers -> • ...Traditional advertising • Messaging targeted to large audiences • Simple classification descriptors and what they purchase • It’s how media is bought • Your Customers • Advertising strategy assumes/hopes for group homogeneity…Men want “Y”, Women want “X” • Result • Lots of messages • No regard to ‘true/effective’ messages & motivators ‘that really work’ for each customer Demographics - Behaviour

4. Mindsets Create Business Opportunities • People differ from each other • Conventional methods divide them by easy-to-buy information (geo-demos) • Other methods divide them by high-level psychographics (general world views) • Still others divide people by what they buy, etc. • We are going to segment the respondents based on how they react to these new ideas • This is called mind-set segmentation • It is granular, specific to the particular product and opportunity • And it is up-to-date

5. Retailers - Manufacturers -> IdeaMap.Net Foundation Database/test for each retailer/manufacturer Discover Segments Create Typing Tool Identify Message Drivers Classify/Segment Classify new population into segments THEY LOOK THE SAME BUT THEIR MINDS ARE DIFFERENT Target Now, Target best messages to each segment and do it by each manufacturer and retailer The Addressable Mind™ SolutionTargeted by mind-set, very relevant messaging IdeaMap.net Discover Mind Segments: Green Conscious Only The Best Identify Mechanism For Segmentation Identify Importance Of Each Message by Total, Segments etc. GREEN BEST GREEN BEST GREEN BEST

6. Which “sensory components” should a business offer? • Knowledge about the “sensory components” is valuable … it identifies what • the customer value and will pay for • different minds exist among customers, • you should do to please them..get them and keep them • These three pieces of information enables the us to identify what to feature in business, and how to personalize/optimize individual communications to current and prospective customers/guests.

7. What are the guests experiencing... “It was a unique experience, as each hotel is designed using a specific magazine for cues to furnishings, senses, wall colors, etc. Ours was based on the New Yorker magazine. The walls were painted citrusy yellow and chartreuse colors. Black and dark brown furniture. You’d expect John Steinbeck to come around the corner. I can still smell the citrus thyme scent of the building, my toiletries, etc. The impression they set will remain with us for a long, long time.” “The hotel exudes comfort, sophistication and style which made me as a guest feel very luxurious and relaxed. The attention to details regarding materials, lighting, artwork, service etc. has made the hotel my top choice of hotels globally.“

8. Which “sensory components” should a hotel offer to maximize the price a guest is prepared to pay for an evening? • The pilot study with 315 respondents show that customers around the world differ in what they want. • BY CITY: There may be large city-to-city differences. Knowledge of these differences can suggest strategies appropriate for a city. • BY MINDSET: There are mind-set segments for the different sensory aspects, so that someone may be a • fragrance seeker • touch/ kinesthetic seeker, and so forth. • Knowledge of the segments can enable creation of generalized strategies for communication to the segments. • TYPING A GUEST PROSPECT OR A NEW GUEST: The person-to-person differences can be harnessed by a short intervention, the guest mind-set typing, to identify the mind-set segment to which a new guest or prospect belongs.

9. Online survey

10. 16 Phrases - Combined Into Small ConceptsFour Silos - Four Phrases Each

11. What Features Make the Guests More Interested • Thedata set tells us what people find interesting in the sensory experience of the hotel… • Avoid the reds…any element which has a ‘red score’ for a segment is to be avoided because at least one group really dislikes the element… • Go for greens..

12. Will the guests pay more? • But…. will guests pay ‘more’ for these features… • Table shows % saying they would pay 20% or more for their hotel room to get these features • Here is the opportunity • Look for the greens on the right side

13. Finding Mindsets to customize Messages • When creating mind-sets the data shows how to tailor the message • When knowing or more easily being able to discover prospect’s mind set, one can offer the right “sensory components“ to the right person. • Again…avoid the reds…

14. Finding Mindsets to customize Messages • Now … really please some of the guests • Give them the ‘right sensory components’ • And.. Of Course …tell them in the marketing materials

15. Scratch Test for Mind-Typing • Knowing how a guest or guest prospect rates interest in three sensory experiences gives better odds of knowing the mindset segment to which the guest will belong. That knowledge tells what you should communicate and offer. • We use a discriminant function program to selects the limited number of elements needed to ‘classify’ guests and prospect guests. Natural selected linen and towel with pleasant texture and colors Hotel rooms color schemes carefully selected for peace and comfort Unique background music in the lobby developed ... for warm welcoming Hotel features a "Fragrance Bar" ... test many fragrances ... choose best fragrance for your room

16. Examples of personalized landing page for site visitors Sensory Seekers Fragrance and Touch Design and Relaxation

17. Groups highlighted in orange are the target for a strategy

18. Conclusions • Addressable Minds enable mind segmentation using conjoint analysis • Segmentation based on the reaction/interest in sensory experiences • Three segments were found interspersed in the population: • Sensory Seekers • Fragrance and Touch • Design and Relaxation • Knowledge can be used to create a “scratch test” • Quick and reliable way to segment customers and prospects • 65% accuracy in classifying a prospect • Very few are prepared to pay for the sensory experiences they want. It should instead be viewed as a competitive advantage.